What It Takes: Dream Makers

Let’s start with this.

I am not magical or have the world of business figured out. I am not a Wall Street tycoon nor will I be on the cover of Forbes magazine as “businesswoman of the year.”

I will tell you, though, that this topic has been on my mind for some time now. So much so, I’m considering writing a whole series of posts or even creating an entirely new online class for you folks. About running a creative business. About dream-making.

Just a bit of back story.

I grew up in the grassy fields of a small Alabama town, running through the woods and being allergic (literally) to them at the same time. My parents worked hard, played hard, loved us richly. Without going into dreary detail, I grew up around the wholesale tire industry, and I have to tell you, it taught me so very much about working with people and running a business.

our motley crew at Perfectly Imperfect…yes, we are kissing and everyone else is Christmas posing

My dad probably doesn’t realize how often he would be on a phone call, using his “business voice,” as I liked to call it, while I held my breath to hear what he would say and how he would say it. I remember very often being so impressed with him, and I loved to listen in and gain his perspective. I wish you could hear how deep his voice is and see his commanding presence–it’s sort of humbling. I realize I’m biased, but I would venture to say most who have dealt with him would likely say the same thing.

So the years went on and I became more and more confident in my leadership skills. They encouraged me to not only try new things, but learn to lead in my own way. Random, but I served on the youth board for the national Palomino Horse Breeder’s Association as treasurer, president-elect, and as president my senior year of high school. (That’s right, there’s a whole board and Robert’s Rules of Order with firsts and seconds and motions and the whole shebang on the back end of quarter horse showing. Who knew?) I served in various organizations, and I just loved business. I loved working with people and the business of making it happen, whatever the “it” happened to be.

Fast forward to college. I wanted to pursue a degree in creative writing and journalism, and honestly, my dad would have none of that silliness. At the time, I was excited about the business admin degree I was working on, but I was also frustrated. Shouldn’t I be pursing my passion?? Shouldn’t I be spending my days pouring over Emerson and my nights glued to the click of the keys? Little did I know that this, this writing, wasn’t the skill that needed to be honed.

I graduated Magna Cume Laude with a Business Admin degree, minoring in English, and of all things, wound up immediately teaching and coaching at a private school back in Troy before I had even graduated. (We were crazy and got married right out of school–and technically “in school” since I was graduating early.) Oddly, one of my favorite classes was an eighth grade “career skills,” a previous dud, but one I was pumped to tackle.

The story goes on, and I continued teaching/coaching for 3 years before I found out I was pregnant with our first child. While I didn’t mind working, it was time to move on, and I wanted a little time with my fella. I should have recognized this pattern in myself then…when I got antsy the moment he was three months old. I loved being home with him all day and that being my work, but I did crave a little creative outlet. I found myself at a Southern Living at Home (now Willow House) party, and before I knew it, I was selling the stuff and building a team. Within my first year, I earned two trips, and by year two, I was a Director and leading/helping other women start their own businesses. It was an odd feeling, to say the least. I loved everything about it–the connections with other women, the business building, leading trainings, even the direct sales (which is really just about reading cues & being good with people).

After 2 years of pushing hard, I realized that while I loved the work, I was spending a LOT of time traveling, and when I became pregnant with Ava, and all the mother hormones started coursing through my body again, I knew it was time for a break. I needed to be home, and not have to work so insanely hard all the time.

We had Ava on a blazing hot morning in July of 2009 (and another story), but my epidural didn’t take and I couldn’t move my legs. I was so happy for that little nugget to be on the outside of my body that I could barely think of eating much less what my next “work” would be. The weeks after her birth really were bliss (most of the time). I treasured being home and going from one to two kids really wasn’t that big of a deal to me (this could have been the protective mother hormones). I loved my place here.

Around the time she turned 5 months old, though, I started writing again. Mostly journaling to myself, or pulling out creative exercises. I even wrote 7 chapters of a fiction novel. I was addicted again. I had begun a family blog just to share photos of the kids with my in law’s and family members, and all of a sudden, I just wanted to write–for me, and for others.

And on Christmas day of 2009, Perfectly Imperfect came to be. I remember begging my sister-in-law to follow along so someone could say they were reading (thanks, Lara!)

I had no idea that Perfectly Imperfect would become a brand, and not just a quirky name for a mom turned hobby blogger. I had no idea I would teach workshops in my home, and in my store.

Or that I would have a store, for that matter. I had no idea that the store would be a thriving business and the online store would become a separate business, entirely. I had no idea.

We got to be on TV, and in magazines, and now, even our store has been featured, and I’m writing a book for heaven’s sake.

I had no idea this man (whew, handsome as he is), would be so good at this work. We were meant to do this together–good days and bad.

I had no idea.

But you better believe I ran with it.

So while the blog posts come, and you see the projects and tutorials and happenings around the shop, we (and our 8 employees) are working away behind the scenes–at all the things that make our quirky name a brand. We spend hours and hours every single day dreaming up new ways to further the brand, serve you better, know you better, run this blog and our shops better. There’s talk of second locations and buying buildings, and so much that I can’t even share yet–and it is beautiful business at its finest.

Not because of me or how amazing Matt and I are (although I like us just fine), but because Someone knew that I needed to shape my business & leadership skills.. now all those random jobs make so much sense. The degree makes sense. I am most positive God knew the dreaming and writing would come naturally, and those could be perfected on a whim.

It was the dream-making He needed to shape, to give me the ability and the desire to dream, and actually do something about it. That’s what I like to call us–Matt and I. We are dream makers. Not believers or hopers or wishers…I want us to make it happen. To be the kind of business people that take calculated risk, that push. I want to use what has been given to us for good. I want to train new leaders because while it’s more headache to work with others, my two hands can only do what they can do. And 8 sets of hands are better than one. Plus, those 8 folks need to be dream-makers, too.

They may not know it yet. You may not. But within the walls of your life, there are steps and boundaries and invisible lines you need to cross when the time is right.

Here’s to making it happen.

**P.S. As I prepare to make write this series/online class/book/who knows? do me a favor and leave me a comment asking any question you’d like to know about our business (yes, anything!) or running/starting a creative business of your own. Every entry/comment gives you the chance to win a $100 gift card to our store!

42 Comments

Hey Shaunna! Great series! I started my own business in the last year, and LOVE LOVE it. It is a God dream that is taking shape, and I just am excited to be in on the adventure. One question I have…how did you know when the right time was to have a b & m shop? And did you do all of the market research in order to launch or did you just do it?

I’m 49.Married 30 years,3 kids.I have always had to have a full time job with a consistant paycheck.Kids are now out of the house,much too fast ,and here I am,wanting to do my art. I do not know how to start.I have two pillows listed on etsy,no bites yet. I so want to have my own business. I lack the confidence . I find fault in ALL of my work.How do you get past that?

Mary, I’m a professional artist and my best advice is to create what you are inspired to create, but don’t judge it. Accept that you have the skills you have right now. If they aren’t what you want them to be, then get on you tube or take a class and make them more than they are. But rather than criticizing your own work, rejoice that you can make things. Keep putting your work out there, even if it’s scary. My first show was in my living room. I had my first series of art hung up on my walls and resting on my piano. I was terrified that no one would like it. I invited everyone I could think of to come and see it. At first it was really slow and awkward. People came a little at a time, bug no one connected. Until the last half hour when a couple from my church came by. They bought 4 pieces as Christmas presents for friends and family. That started my career. I have done all kinds of things from blogging to running a barn sale with 20 other artists. Just trust your gut, and love yourself enough to believe that your gifts and talents really will bless others. Oh, and work your tail off.

Shaunna, I really enjoyed reading this “behind the scenes” account of how your blog and your business came to be. I first met you while searching for tutorials on AS Chalk Paint. Being a Southern girl myself, I felt like I was listening to a good friend as you taught me how to paint furniture. Your relaxed manner and down home vibe, teaching as your little ones made impromptu appearances in front of the camera really struck a chord with me. It felt just like my house! 🙂 I knew you were genuine, and I became a fan. I also saw your ebook on The Lettered Cottage, and when Layla talked about your book and blog one day, I signed up to follow you on Perfectly Imperfect, and you’ve been a bright spot and an inspiration to me ever since.

I thought it looked like you knew what you were doing as your business expanded, but I had no idea just how much experience you had. I’ll look forward to your series/book! (I, too, listened to my dad use his “business voice” in his home office as I was growing up, and I admired him so much and learned so much from him.)

My question is about writing ebooks or an online series. I’ve been asked to write or develop an online series for a curriculum/program I’ve developed over the past several years, and I’ve started writing one book, but I’ve seen different programs or ways to publish an ebook. I don’t really know how to go about getting an online series made. I’m at a point in my business where I’m getting swamped with contacts and I think the only way to go forward is to develop a series or book that people could get online. I would really appreciate any info or help with that. Thanks so much!

My biggest challenge is the financial and the numbers part of it. How do you pay yourself? Should you be an LLC? Etc. I love reading stuff like this because my dream is to have my own store, and seeing others helps me know that it is possible.

I have dreams of starting a diy/decor blog. I have so much day to day that I must do that it seems impossible to carve out enough time to do what I love. I think that mindset has to carry over to one’s family too. I have 3 teen sons and a husband that are accustomed to mom doing everything. How does that transition happen without utter chaos? 🙂

I am 54 and inspired that it still isn’t to late to dream!!! I have begun doing a few Vintage market days shows here in Oklahoma and enjoy it so much….just creating and junk hunting. It’s a nice outlet since I quit teaching first grade after 20 years, to start watching my 3 Joy Boys (grandsons)…
Thanks for your inspiration and your smile warms my heart!
Gram of Joy boys

Shaunna,
I just want to say thank you. I follow your blog & have enjoyed your book. You amaze & inspire me so often. I love your realness with us. Thanks for encouraging us to act on our dreams. Love you girl!

Great Post! It’s funny how when you do an excersice in writing everything you’ve accomplished down on paper it shows you how much you really have done…what you really have been able to accomplish…and confirms you can do it. I see that in what you wrote…and I can see how just this post is in and of itself very infectious and inspiring.

Thank you and I hope you do launch a new series of dream making!
Leelee @ paperbagstyling

I love the idea of doing a business series! Basically, I would love to know what items to really go after to sell at “home/decorating” shows. I love to refurbish furniture and am crafty , so I think this would be a safe place to start,. So, how do you find out what is trendy that people would want to buy, and what would make a good profit? So much time goes into my projects that it’s hard to imagine a great return.

How do I get over the fear of starting my own little creative business? I want to but I just can’t seem to take that first step. I feel like a change is needed but not sure what yet! Did you feel afraid when you first started?
Love your blog!

I’m so excited about this, Shauna! Here’s my struggle — the nuts and bolts of the business part. I’ve got the creative part covered and have dabbled in the business side but am sorely lacking in business know-how and how to NOT lose the creative aspects along the way. Should I take a couple of business classes? That’s the tip of the iceberg of my questions. 🙂
xo Heidi

Shauna, What a fantastic article! Thank you for sparking something in me too, to be a dream maker! My question for you is, What is the scariest part of starting a small business for you guys (besides financing, because we ALL KNOW that’s pretty dang scary)?

Thanks so much for this post. It’s great to get your back story and see how this all came together. My question is how did you get the nerve to make the big step of opening a shop? I’m assuming that you’d have to take a bank loan, and taking that kind of plunge scares me!

Love this post. Love what you’ve done!! Very inspiring. You were one of my first intros to chalk paint, and that intro grew into a hobby and then a nice little tiny side business in my garage. 🙂 Thanks for being such an awesome hobbyist turned savvy business woman, and for giving us teeny tiny new business venturers (is that a word?) major inspiration!

Yippee, business 101! Reading your blog is like a letter in my mailbox from an old friend. Thank you for that.

A business series/classes would be fantastic! I am going to share a little secret. Fly out of my nest so to speak. First a little background … I love to create. As long as I can remember, if wanted something for our home or family that was not within our budget, I learned how to make it. Often times friends would ask for DIY gifts and question why I didn’t start my own business.

Fast forward. A country girl in the city. Working hard, fighting crazy traffic, empty nester. Planning a barn wedding for our daughter ….. more voices “you need to get out there”.

A few months ago I climbed out on the limb. While traveling on a 7 hour trip, ipad in hand I started a new journey. Domain name, blog feeder, template, lots and lots of online research. The techy side of a blog ~ good grief. Yet, this burning passion continues to fuel me beyond my comfort zone.

A couple of months later, DIY, Weekend Wanderings, favorite recipes posts and more research. The desire was always there, the dream was quenched for a season.

So you see Shaunna, you have more than 8 Dreamers. I am certain many of us are venturing out inspired by “letters in our mailbox”.

For me the journey began with two letters. One reminding me to have faith of a Mustard Seed and another reminding me of the gentle balance in a Perfectly Imperfect life.

Here are a few of my questions …..

What/when are the best practices for the business progressions of a blog? LLC, tax license, advertising …..
What social media widget or plug ins do you recommend? Provided the best business feedback?

My current blog homework is to install an email feedburner. I have yet to figure out….
What is the technical process of joining a blog linking party?

In all honesty, as a newbie, I have many questions. I would imagine today’s blog post will yield a diverse cross section of questions. If, however, my “to research” list would offer you helpful feedback, just say the word and I will forward an email.

I love your blog, you so inspire me with your amazing attitude towards life. I have no idea how you accomplish all that you do! I have two small boys, and have been painting furniture for about a year now. Life changing stuff!!
So I have been thinking of entering a local flea market this spring. I’m having such a hard time pricing pieces. I don’t want to go in to high but I also don’t want to sell myself short. I was wondering how you price your painted pieces? So nerve racking but more than anything so exciting. Love this new series!!

First, I think this is a great series/class idea! For as long as I can remember I have been a dreamer, & hoped all my creative dreams would come true. I haven’t exactly gotten the dream maker part down 100%. But, we are working at it every day. I have a couple questions. How do you know when to take the big risk & quit your “day job”? You have employees…how do you figure out all of the legal parts of having employees & the payroll taxes?
It seems I may be coming to a cross roads in my creative dream I may very soon have a very real opportunity to go work with my brother at his home shop he has owned for ten years that I’ve helped out with over the years. I have two dilemmas one – how do I leave my comfortable 8-5 Mon-Fri office job with a decent salary & health insurance for our family? Two – is this the right creative opportunity or do I need to fulfill my creative dreams on my own for me…(don’t expect you to have the answer to that one;).
Some days I read your blog post & it’s as though you’ve read my mind! Thanks for sharing your creative journey & wisdom.

How do you have so much energy to have your own (amazing!) business plus do at-home chores/meals? Do you have help? Im a mom of 4 kids age 6 and younger and its all I can do to keep up with the house and take care of the kids. Yet I still try to carve out time for my creative projects.

Hi Shauna! This would be a great series. My question is about finding time. My husband and I work full time and have our side business. At one time we had two booths and decided to pull out of both of those because it was too taxing. We wanted to concentrate on growing our blog, our brand and participating in local markets. However, I am having a hard time finding the time needed to post on our blog on a regular basis. With family, church, work and a business, time is very limited. I want to focus on growing our blog more but I have realized the amount of time that goes into publishing one post. I won’t even mention making updates all the social media outlets. Sheww! It is a lot. Any recommendations how to effectively manage all of that would be great. Take care and God bless.

Thank you for this post. It was the inspiration I needed! I am a single mother of a wonderful teenage daughter, and the owner and creator of a children’s clothing line. All my work is hand done by me, and sometimes my kid will help with the piece work. I sell it mostly through juried art shows and makers markets, and I know my target market quite well. It’s very successful when I can actually get it to market! My question though, is my next step. I’d love to go all out with a blog, etsy store, better branding, wholesaling, the whole she-bang. Just not sure where to start. Any suggestions on priorities? On a very limited budget I should add. Thanks, and I think any online classes or blog series are a great idea!

I’ve been a follower/reader for several years now. You inspire me to no end. I love watching you take things to the next level all of the time…so talented you are! I am in my 30’s and have 3 kids under age 4. I’ve been either pregnant or nursing for the past 5 years. I love that I get to stay home and raise my babies, but there is a little flame inside of me that wants something more. I want to create. I want to believe that there can be a balance of family and creating. You give me hope that there can be. Thank you 🙂

I love your blog and your business series. I just read your post & feel so inspired that it makes my heart sing! I am in the process of opening my own store. The part I am most nervous about is balancing it all. I want to staff my store so I can continue to be the creative vision behind my brand & not be in the store all day. It is important for me to be able to search for new products (antiques & great merchandise) because that is essential to keeping the store fresh! How much time do you spend working in your store & doing the business side of things(marketing, planning, bookkeeping, etc…). I thought I read that you homeschool your children?! You must be superwoman doing it all!!

In addition to the vintage furniture and accessories you sell, how do/did you approach finding the wholesale resources you make available in your retail and online store? And how do/did you build a business credit line with business references and so on?

Loved today’s post, I have been in such a rut with this never ending winter! I live outside of Chicago it’s grey,cold ,wet and totally depressing. So your post was kinda the kick in the rear I needed. Thank you!
I remember your post about going to market in Atlanta. How did you initially find these wholesalers that you wanted to partner with?

I’ve been following your blog and eating up all the information you share since almost the first day of my blog in 2010! I think the only thing keeping me from taking my business to the next level, besides scraping together the money a start up business would require, is figuring out how to find family balance. I have 3 children 8 to 18 years old, how can I be that involved Mom and a business owner? Do you ever feel pulled in different directions or stretched too thin?

I have for years done my creative work for free, I have made (without a pattern so I guess that is designed too) little girls dresses for friends, painted furniture, been an event planner for some of the largest gatherings in our small town, decorated houses for tour of homes, and etc. Yet I have never charged.

Back up…ONE time I was paid only because it was agreed if the person’s piece of furniture I was painting didn’t work in their new decor that I could keep it and if it worked, they would pay me. (They were thinking the piece was going to be replaced before I stepped in to paint it)

My question is how on earth does one get over the aspect of charging and having “customers”? And I am pretty certain that one cannot have a business without having the exchange of money. If I only had a dime for the times I have said, “there isn’t enough money in the world for me to do such and such”; I would be rich. Have you ever heard of someone thinking $0 dollars for work is somehow more acceptable than a $100? Or even $5 for that matter.

Was that a hurdle for you? I am so in awe of people who are just business savvy. I am SO NOT unless someone needs a person to run a complete charity. Then I would be excellent. The thought to charge an amount for my creativity just drains me.

Such a wonderful post, Shauna. I need to know it ALL-how to get a DBA and tax id number, how to get set up with wholesalers and companies that you want to buy from for your shop and how to establish credit with them, where do you go to have a store-front sign made, where do you buy boxes and bags and tissue paper for the store,how do you write a business plan and do you need one to get a small business loan…… as I said, I need to know it ALL. I spend so much time admiring what you and other people accomplish with their creativity, but have never felt comfortable “picking somebody’s brain” about it all. You’re probably sorry you asked after reading this from me! My husband is retiring in 12 more days, we have out house on the market and are moving back to our native state of Ohio and I’m seeing this next phase in our lived as MY time now to finally do something I have always dreamed of-and that is owning my own shop. You are a real inspiration to me (even if I am old enough to be your mother!)

How does one go about sourcing supplies at wholesale/”contractor”/discounted prices if you are just starting up? I saw a chandelier i think i could mimic and want to make one for a shop who would be willing to try selling it. I have other ideas like that but have no idea where to buy supplies.

Shaunna, my biggest obstacle right now is lack of website knowledge. I have so many ideas but am limited by inexperience in expanding/developing an attractive, engaging blog. Did you learn this part yourself or hire someone to develop your site? As a homeschooling Mom of 3, finding time to do website learning is a challenge when Id rather use that time writing or creeating.
Thank you for your inspiration; been following you since the beginning:)

Great post, Shaunna. You are so helpful and open, it is no wonder that you have been so successful. I’ve just found your blog recently, so I’ve been trying to get through back posts. Such great information.

Hi, I am so excited to find your post. I feel like I have just met my new best friend. Honestly, without sounding creepy, you sound so much like myself that I can’t believe it! I actually started an etsy shop called perfectly imperfect. I haven’t done much with it. I am super busy with my 4 kids and am currently attending university to become… (you guessed it), a teacher. I am doing amazing in university because I can write papers like no body’s business! I always think, “I should start blogging, who knows…”, but our family is struggling to put food on the table and I need to do what is logical, not what my over-optimistic, romantic heart says. Anyways, thanks for the inspiration. I LOVE decorating, and do it on a shoestring budget: think thrift store, garage sales and even dump! Funny thing is, one of my friends who wouldn’t consider garage saling, (verb at our house) loves my house. If only she knew. I wish you all the best and am so happy for you to be featured on Joss and Main. I am a member and regularly drool over everything they have on there. Best wishes to you.